Marketing and communications are about building relationships and creating value. Marketing engages potential consumers of a community arts education provider's services. The primary goal may be to attract new students for classes and programs, retain continuing students, or sell tickets to performances or other events. Communications, which essentially is about marketing the organization as a whole, creates and nurtures relationships with people in the community, who come to value the organization and what it does. The goal is to generate public visibility, goodwill, and understanding of your purpose and programs. Marketing and communications are interdependent. As you market programs, you also develop commitment to the organization. And as you pursue communications strategies, you inevitably attract new students.